Fashion Landscape 2026: A Practical Overview for Wholesale Brands

What the “State of Fashion” 2026 Means for Wholesale

The Business of Fashion x McKinsey 2026 State of Fashion report acknowledged that socio-political issues are causing more volatile times for fashion businesses, something which is affecting the industry at large. Continual tariff changes have forced buyers to reassess budgets and take a cautious approach. As a result, brands are focused on improving their adaptability and streamlining processes across all areas of their business in order to survive. 

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To improve their performance and drive sales, many fashion businesses are honing in on efficiency, optimizing their digital infrastructures with AI and automation, and scaling areas of innovation. Adopting smart wholesale tools that can improve the quality and speed of brand-buyer interactions is crucial for achieving success in the channel in 2026 and beyond. 

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For a deeper look at the wholesale fashion market, explore our exclusive industry reports, featuring insights drawn from transaction data across JOOR, the world’s largest wholesale fashion platform.

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JOOR’s Strategic Insights for Fashion Wholesale in 2026

Our 2026 Wholesale Landscape whitepaper noted that wholesale is a huge source of growth for fashion brands, with many stating that it is their most profitable channel of distribution. A key factor of success, the report surmised, is brands’ ability to fulfill buyers’ main request: efficiency. Flexibility between in-person and online selling and the adoption of tools that can optimize the buyer journey were noted as crucial to achieving this.

Our Top 5 Trends in Wholesale 2026 report also predicted that AI-driven acceleration would see brands and buyers adopt innovative new tools. In-season buying and tighter collections were named as trends that would continue to rise this year, with tech paving the way to make these practices part of businesses' everyday wholesale routine.

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Fashion Trend Report

Knowing which styles will define a season helps brands and buyers build assortments with confidence. Our 2026 Fashion Trend Report centralizes the trends coming out of the shows, offering an insider view of the runway looks set to reach stores over the next 12 months and beyond.

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The report breaks each season down, highlighting key silhouettes, colors and materials alongside the designers driving them. Women's Fall 2026 delivered sharply cut separates, cocoon-like volumes and a palette saturated in maroon, burgundy and oxblood, while Women's Spring 2026 saw designer debuts bring crayon brights, 3D florals and reworked '80s shoulders to the catwalk. Featured brands range from Lanvin, The Row and Dries Van Noten to Versace, Stella McCartney and Chloé.

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Every trend is shoppable on JOOR Passport, so buyers can move from runway inspiration to wholesale order in the same place.

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Read the 2026 Fashion Trend report.

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Market Reports By Region

Middle East Market Analysis 

The Middle Eastern wholesale fashion market is becoming increasingly important within the fashion industry. Despite turbulent geopolitical environments in the region, the market is returning to growth, and demand is increasing.

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Transaction volume from Middle Eastern retailers has been steadily growing on JOOR over the last few years, outpacing the platform’s overall performance. Our report dives deeper into the data and presents brands and buyers with unique ways to tap into the potential of the region. 

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Read the Middle East Market Analysis report.

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Post-Brexit Market Analysis 

In the ten years following the UK’s decision to leave the European Union on June 23rd, 2016, the wholesale industry has witnessed some interesting shifts. EU brands have boomed post-Brexit, tripling their sales on JOOR and seeing huge increases in interest from buyers. 

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Meanwhile, UK brands and retailers have not kept pace with their European counterparts. New customs charges, complex cross-border logistics and increasing administrative tasks have all played a part in the evolution of the wholesale landscape post-Brexit, but our report delves deeper into proprietary data to uncover opportunities for how brands and buyers from around the world can succeed and drive growth. 

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Read the Post Brexit Analysis report.

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French Market Analysis 

The French market is going from strength to strength, with brands in the region currently experiencing a period of high demand. French retailers are seeing a similar upswing, with purchases increasing by 54% in Q1 of 2026 versus the same time frame last year. 

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As France’s growth outpaces other European nations, now is the time for savvy fashion businesses to increase their wholesale presence in the country. Our report explores the different strategies both local and international fashion brands and buyers can employ to strengthen retail partnerships in the region and capitalize on this ever-expanding market.

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Read the French Market Analysis report.

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Italian Market Analysis 

Italy’s wholesale fashion industry is experiencing a buoyant return to growth following a period of decline in 2023 and 2024. The region appears to have now recovered significantly, with an increase in the volume of units sold by Italian brands and an increase in Italian retailers' spending. 

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In our dedicated report, we use exclusive trade transaction data from Italian brands and retailers to examine this positive shift in more detail and uncover why this surge in interest is occurring, how big a part domestic business plays in this growth, and how international fashion businesses can tap into the rising market. 

Read the Italian Market Analysis report.

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Market Reports by Category 

Swimwear Market Analysis 

Swimwear is a category that has experienced a year of growth, with transaction volume on JOOR increasing 15% vs the previous 12-month period. Ecommerce retailers have been pivotal to this renewed interest, as more and more consumers opt to order online and try on pieces in the comfort of their own home.

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Our analysis dives deep into the positive performance of the category, examining which specific styles are driving growth, which areas are worth investing in, and how swimwear brands and retailers can make smarter wholesale decisions to boost their chances of success in 2026.

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Read the Swimwear Market Analysis report.

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Alongside our 2026 analysis, we also have reports for previous years that remain relevant today:

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Handbag Market Analysis 

The global handbag market has been moving towards more accessible styles in recent years, with a noted rise in mid-priced pieces. The worldwide luxury slowdown continues to affect the category, which has been uniquely impacted by shifting consumer priorities and a perceived decline in quality.  

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Using data aggregated from transactions on JOOR over the past three years, we performed an in-depth analysis of the global handbag market and identified trends currently shaping the fashion landscape today, including which categories and regions are the most profitable and where retailers should be investing their money. 

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Read the Handbag Market Analysis report.

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Footwear Market Analysis

The global footwear market is experiencing a shift toward accessibility, with demand for lower-priced styles and comfort-driven silhouettes increasing in recent years. Shoes under $250 made up 42% of global market share in 2025, as regional preferences were reshaped by both consumer behavior and style trends.

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As retailers decrease their investment in the category and become more and more selective in their footwear assortments, our report uses exclusive data insights to help brands understand what styles are of most interest, what price points are working, and where there are opportunities for growth in the category.

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Read the Footwear Market Analysis report.

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JOOR’s View: 3 Action Items for Wholesale Brands in 2026

1. Prioritize Channel Growth‍

Despite tariff changes and socio-economic issues affecting the global fashion industry, brands should hold steady in wholesale. A recent JOOR study revealed that 55% of brands confirm wholesale is their most profitable channel, compared to DTC retail stores and e-commerce.

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As this trend continues to increase, those looking to grow their profits should not abandon wholesale partnerships and instead look to improve their wholesale offering where possible. 

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2. Innovate Old Ways with New Technology ‍

Brands that want to succeed in wholesale cannot afford not to invest in tools and technology.

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From virtual showrooms, digital order management systems, and shoppable linesheets, to AI-informed outreach emails and B2B platforms that handle everything from retailer discovery to order delivery, brands must use tools to innovate and update their process—maximizing efficiency and making the buyer experience as seamless as possible.

3. Embrace Hybrid Selling ‍

While some regional markets are booming, others are experiencing turbulent times, so brands that can be flexible in the way they approach wholesale will have the best chance of success.

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Embracing a hybrid approach allows brands to take part in digital trade shows like JOOR Passport alongside in-person appointments, removing barriers to entry for buyers, like expensive international travel, while still facilitating the real-life connection and trust-building that comes from in-person experiences. Letting the buyer decide how, when, and where they can buy from a brand is essential for success in wholesale in 2026.

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Summarizing the Fashion Landscape for 2026 

Despite economic uncertainty and tariff instability, the wholesale fashion industry is changing for the better. In 2026, the channel remains a vital source of growth for brands, with the opportunity to be found in thriving regional markets around the world and within key categories of business.

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Brands that are flexible in their approach, adopt the latest technology and continue to grow their retailer connections will be the most successful in 2026, and JOOR helps to make that goal easier to achieve. 

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Join our platform to gain exclusive access to a network of over 700,000 global retail buyers and use our order management, linesheets and reporting tools to grow your wholesale business in a smart and more efficient way. 

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Ready to scale your wholesale business? Request a demo today.